Shulou(Shulou.com)12/24 Report--

On December 5, GTC2023 Global flow Conference, one of the professional exhibitions with the most complete cross-border industry chain, the richest resources and the largest scale, was officially held in Shenzhen. Yang Di, head of Yiyunxin's overseas business, brought a sharing with the theme of "Entertainment and Social Globalization trend Insight" at the "non-Tour training Camp".

The competition in the field of domestic pan-entertainment will continue in the Red Sea in 2023, whether it is escorting the development of existing business or planning the second growth curve of new users, the global layout has become the direction that pan-entertainment innovative enterprises must consider. In this sharing, Yang Di put forward her own views on the current situation of Chinese pan-entertainment enterprises going abroad and the opportunities and challenges faced by Chinese pan-entertainment enterprises, and shared the exploration and practice of Yiyunxin in promoting the growth of pan-entertainment overseas business.

The following is the full text of Yang Di's sharing:

01 the trend of integration of entertainment, social interaction and commercialization

Pan-entertainment track, as the second largest track on the Internet besides games, is full of changes and opportunities. Although the economic environment and user psychology are constantly changing, but there are still many core essence is unchanged, the economic tide is rising and falling, the pan-entertainment industry is still developing rapidly, in this process, the product shape and region are also changing.

In the past 10 years, the product form of entertainment and social communication has changed from picture and text to video, from asynchronous to real-time, and from instrumentalization to scene. With the rise of the wave of going abroad, Yiyunxin has precipitated many classic entertainment and social games, such as 1-to-1 payment, chat room, live broadcast and so on.

Among the current sea products, real-time interactive products often get the most attention. The following figure reflects the user growth scale of Momo, a typical representative of the previous generation of entertainment social products. Momo's early commercial data are not eye-catching, and the product strategy at that time was to become large users before commercialization. In the process of development, we have encountered a lot of challenges. From the development path of Momo, we can see that the primary consideration of entertainment and social innovation enterprises has changed, and commercialization has become the focus.

In the past, companies usually went to sea to expand their DAU before looking for a business model. Now, enterprises are more inclined to find the user entry point first, under the ceiling of limited user size, to tap revenue as much as possible without fighting an unprepared battle.

The external environment is changing, but the core of social interaction has not changed. The essence of commercialization is to be a human business.

We divide social interaction into two main categories: the first category is the realization of social assets. Social assets can be divided into dynamic assets and static assets. Static assets are relatively fixed, such as appearance, age, occupation, etc., while dynamic assets are services and contents that can be gradually generated in the process of platform operation. The products of social assets realization are the direct realization of static assets and dynamic assets.

The second category is the realization of social relationships. Including the number of relationships, the depth of relationships, the play of relationships, the relationship itself can not be realized, but when users are willing to start paying for the relationship, this process can be realized.

The form of real-time interactive social products is relatively fixed. Chat rooms are products for the realization of social relationships, 1-to-1 paid social services are products for the realization of social assets, and live streaming is a product of both. The commercialization logic of these two types of social commercial products is completely different.

02 innovative growth of efficient production VS, exploration and practice of NetEase Yunxin

Efficient production and innovative growth complement each other.

In strong social asset realization products, it is usually required to obtain as many social assets as possible at low cost, and the average value of social assets needs to be the highest on the platform. Globally, there are very few products that can use platforms to produce social assets, and these products usually require long-term investment and operation.

For overseas innovative enterprises, it is more common to purchase social assets directly through external channels. This model is short and fast, but it is too dependent on external platforms, and there is little room for the products and operations of the platform.

For strong social relationship realization products, the key is how to build the relationship, and how to promote the upgrading of the relationship. Most of these products are based on relationship-based games, so key games and key scenarios are the biggest opportunities for such products and the core differences between different social platforms.

In this context, Yiyunxin continues to refine its underlying technology to help more enterprises go out to sea:

● net WE-CAN global real-time communication network developed by Yi Yunxin has created a "dedicated line" transmission quality, millisecond delay, dynamic adjustment, high-quality transmission and large-scale concurrency, ensuring the smooth experience of real-time interactive scenes of overseas enterprises.

● 's globally connected IM and audio and video services protect instant messaging, real-time audio and video calls, live interaction, 1-to-1 social interaction, and make social interaction more immersive.

● stable and easy-to-use application scenario components, can be accessed in H5 form, fast integration, message must be reached, full-terminal platform coverage, greatly reducing access costs.

● takes the production solution of "Yunxin Party" as an example, which is already on the app market. It combines the low-level capabilities of common scenarios such as 1-to-1 social and chat rooms, and all its backend source code can be provided to developers free of charge.

In addition to the technical level, Yiyunxin is also actively expanding more scenarios, and we look forward to exploring new models of social interaction with more and more partners to help customers achieve business growth.

Social gamification is an inevitable trend. One is to introduce the game into the product as a direct interactive content, such as the interactive Mini Game in the hall. The other is to use the game experience to innovate the interactive social experience and build the integration of game and sociality. a typical scene of this kind is werewolf killing, which is essentially a game, but adds interactive and social attributes. enhance the user experience through personalized theme halls and building online ceremonial activities.

Take one of the customers of Yiyunxin as an example, Yunxin provides a complete set of meta-language chat solutions. This scheme can be accessed by H5 directly in the "hall" and can be launched in 3 days, which greatly shortens the customer's access time and helps customers to quickly enter the operation stage. There are no space restrictions in chat room scenarios. Yunxin also introduces 3D space effects so that users can have a more immersive experience. Scenes in App also support privatization and customization, and maps, partitions and halls can all be built on demand.

Through the above scheme, the customer has carried out three-day user activities on his own products, and the operation effect is very good. From the intuitive data, the payment rate, interaction rate and retention rate of users are greatly improved.

03 type Discord information structure how to reconstruct the user relation chain

As a social application with tens of billions of dollars, Discord has a deep understanding of community operations and users. Through the analysis of Discord, Yiyunxin has built its own Discord-like product-circle group.

Circle groups provide a new mode of community interaction, supporting millions of scale group chats in terms of user concurrency. If it is a large-scale game users or has millions of star fans, the general group chat obviously can not meet the requirements of such a large scale.

The circle group has three attributes: large membership capacity, common interest preference and high degree of autonomous management.

The secondary structure of the circle group and the identity group can well distinguish different types of information and make the social behavior focus in the appropriate place. At present, Circle Group has landed products in many areas, including but not limited to star fans, game communities, interest forum communities, enterprise collaborative organizations, etc., which can help customers build a super-large community.

Circle groups also provide powerful user operation tools that can atomically manage member permissions and support a variety of custom permissions, as well as robot control, providing more efficient tools for operations teams. help build a highly controllable and highly concurrent community operation model, better operate private domain traffic and reduce operating costs.

To share a case of our customers, SNH48 is a very popular girls' group in the past two years, and many people should have heard of its members Ju Jiuyi. " Pocket 48 "App is a fan gathering place for SNH48 girls, where fans can watch live shows, live performances, listen to music, learn about idols' news and itinerary, and chat and interact with idols and other fans, greatly improving the stickiness between fans and idols. By dividing member areas for "Pocket 48" and maintaining fans of single members and groups in the same area, the circle group not only ensures the carrying capacity of a large number of fans, but also provides a more independent private domain space for various artists and teams. to achieve the economical and efficient operation of fans.

The positioning of Yiyunxin is to become a solid booster for Chinese developers to go to sea. Through global coverage, stable and easy-to-use integration of low-level communication capabilities and mature product solutions with innovative ways to play, it helps to efficiently produce and stabilize the production of entertainment and social offshore applications. With the normalization of Chinese entertainment social enterprises going out to sea, Yiyunxin will continue to protect Chinese enterprises going out to sea based on the observation of the industry, the polishing of solutions and the awe of technology.

Finally, at this conference, we also brought a relatively important piece of practical information: NetEase Intelligence Enterprise and Moby Dick jointly issued the "2023 Pan Entertainment going to Sea White Paper".

The content is based on the latest data and research analysis of the industry, covering the most popular scenes of pan-entertainment, such as skits, live streaming, video chat, chat rooms, virtual social networking, online singing and so on. I hope it can bring inspiration to all of you.

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